Ford Video Snacks Bring Vehicle Features Directly to
Consumers

Ford launches a new Vehicle Orientation program this week at
dealerships nationwide designed to bring consumers closer to the features
available on their cars through an e-mailed checklist with links to 'video
snacks' on Ford Owner

The inspiration for video snacks comes from Ford's Global Consumer
Experience Movement, a revolutionary program created to elevate the
dealer-customer relationship into a world-class consumer experience

VIDEO: Vehicle Orientation Program overview

Ford is launching a new Vehicle Orientation program at dealerships
nationwide this week that is designed to help bridge the gap between
consumers and their cars by providing customers with access to a
comprehensive online library of "video snacks" -- short videos
that explain how to use specific vehicle features like Remote Start
Systems, MyKey and Integrated Blind Spot Mirrors.

While a customer is completing their sales transaction for a new vehicle
at the dealership, the salesperson will walk them through an orientation
guide of specific features they would like to learn about at delivery, at
their Sync My Ride session or on their own. That list is then e-mailed to
the customer with each item checked including a link to a corresponding
video snack that they can watch at any time, whether at home or even in the
dealership. The salesperson keeps a copy of the list so that he or she can
review any items the customer may have missed when the customer returns to
pick up their vehicle.

"Now more than ever before our vehicles are equipped with a variety of
advanced technologies designed to make life better for drivers, but we know
that just because a cool feature is available doesn't necessarily mean it
is being recognized or used by the consumer," said Andrew Ashman, Ford and Lincoln Consumer
Experience Manager. "Our goal is to simplify and enhance the sales
experience by providing customers with the resources they need when they
need them so that they can fully enjoy all the benefits their vehicle has
to offer them."

"It was seamless. It helped us take our conversation and our connection
with our customer one step further," said Casey
Jenkins Combs, Internet Manager at Jenkins and Wynne Ford Lincoln.† "The neat thing about this
new orientation process is that we were able to tap into the customer's
needs just a little bit deeper and cater to them versus just saying, 'Here
is our agenda.'† We were able to listen and ask, 'What's important to
you?' and take it from there."

The inspiration for video snacks comes from Ford's Global Consumer
Experience Movement, a revolutionary program based on the ideals of trust,
control, respect and relationship that is designed to elevate the
dealer-customer relationship into a world-class consumer experience.

Listening to customers "We created the new Vehicle Orientation process to bring helpful
information about our vehicles directly to the customer during the sales
experience, putting the control in their hands to choose what they want to
learn about ‚€“ whether they are watching at home or
experiencing it in a demonstration at the dealership," said Ashman.

In an effort to zero in on specific vehicle features to spotlight in the
form of a video snack, Ford reviewed customer research received 30 to 90
days after purchase and looked at what vehicle owners were posting on
forums to find which technologies they were most interested in. One example
is Ford MyKey system, which allows parents to create a customizable key
with specific driving settings, including speed limit control, for greater
safety for teen drivers.

The video snacks -- which are a blend of video and
animation with a little bit of narration -- focus on a feature
and not a specific vehicle so that they can be used across vehicle lines.
Customers who buy a new vehicle will receive an e-mail notifying them where
they can view the videos. The video snacks will also be posted on YouTube
on a popular channel called "Know Your Vehicle."

"Making sure our customers have the best possible experience owning
their vehicle is our ultimate goal," said Ashman.